Ad guru Alyque Padamsee dies at 90

Alyque Padamsee, noted ad guru and theatre personality, died in Mumbai yesterday. He was 90. He was best known for his role as Muhammad Ali Jinnah in 1982 historical drama “Gandhi”.  As the head of Lintas India, he was credited for building it into one of the top advertising agencies in the country.

Widely called the “Brand Father of Indian advertising”, Alyque Padamsee was the brain behind several iconic Indian ad campaigns including Lalitaji for Surf, the Liril girl, Cherry Charlie for Cherry Blossom Shoe Polish, Hamara Bajaj, the MRF muscle man among many other memorable ads.

Padamsee was the former Chief Executive of advertising firm Lintas in India and helped it to become one of the top creative agencies in the country. He later became the regional coordinator for Lintas in South Asia.

He also played the role of Jinnah in the Richard Attenborough’s award-winning film “Gandhi” and was also awarded the Padma Shri award in 2000.

Condolences started pouring in on Twitter for the ad and theatre veteran and were led by President Ram Nath Kovind, who tweeted, “Sorry to hear of the passing of Alyque Padamsee, creative guru, theatre personality and doyen of our ad industry. My condolences to his family, friends and colleagues.”

“Saddened to learn that Alyque Padamsee is no more. Alyque was a renowned actor & activist who shared my love for Mumbai. We worked together on several initiatives & despite his age & ill health, I always found him energetic & uncompromising in pursuit of his ideals. RIP,” Congress leader Milind Deora tweeted.

Photographer Atul Kasbekar also tweeted, “Saddened to hear of the passing of advertising doyen #Alyque Padamsee When he was head of Lintas he’d given me some of my early breaks in advertising photography. Ever grateful for the break and opportunity.”

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